Astrobranding in Action: Shaina’s Case Study
Branding is often seen as a strategic process—choosing colors, typography, and logos (not to mention messaging and copy) based on market trends, competitor analysis, and personal taste. But what if your brand could be something deeper, something that is your birthright and laid out for you—written in the stars if you will?
Astrobranding takes a spiritual and intuitive approach to crafting a visual identity, using your natal chart as a guide to create a brand that is not only visually impactful but also truly authentic to who you are. By looking at the planetary alignment the moment you were born, we can uncover how you naturally lead, the type of audience you attract, and the overall energy you exude that can then be translated into both messaging and visuals. Unlike conventional branding methods, which often focus on external factors, astrobranding aligns your business with your cosmic blueprint, making it especially powerful for personal brands and founders who want their work to feel like an extension of themselves.
Today, I’m walking you through clinical therapist Shaina’s brand and how it all came together—her color palette, typography, logos, and overall aesthetic—based entirely on her astrological placements. By tapping into the key houses and planets that influence her work, we built a brand that not only looks beautiful but also feels deeply aligned with her purpose.
Let’s dive in!
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The Placements We Explore in Astrobranding
While every chart is unique, there are a few houses and planetary influences I always consider when crafting a brand:
10th House (Career & Public Image) – The most visible part of the chart, shaping reputation and authority.
2nd House (Money & Value) – How you make money and what you value in your work.
6th House (Work & Routine) – Your daily work life, discipline, and environment.
1st House (Identity) – The house of the self and identity.
Chart Ruler – The planet that "steers the ship" of your brand’s energy and direction.
11th House (Audience & Community) – Who follows you and connects with your work.
In my astrobranding sessions, we explore the entire chart, uncovering the connections between placements, personal history, and overarching themes—these are just the starting points!
Using the whole sign house system, let's dive deeper into Shaina’s astrobrand.
Shaina’s natal chart courtesy of astro.com
10th House: Career & Public Image
One of the first things I noticed in Shaina’s chart was the stellium in her 10th house in Virgo—and how perfect is that? The 10th house governs career, reputation, and public perception, making it one of the most important placements in astrobranding. This house dictates how you show up in the world, what people expect from you, and how you establish authority in your field. As a clinical therapist, this makes total sense. Virgo is analytical, precise, and attuned to logic and reason. Virgo is here to perfect their craft and use that honed skill to help those around them. While Virgo is often seen as practical and methodical, its sister sign, Pisces, reminds us that there’s an underlying depth, intuition, and mystical quality present as well. The Virgo-Pisces axis is all about the body and soul, and these signs take us on the quest for healing!
Having her Sun (ego, essence), Moon (inner world, feelings), Mercury (communication, how we think/speak), and North Node (destiny) here shows us that she is here to be a healer. Her identity and inner world are wrapped up in this part of her life.
With Mercury exalted in Virgo, she brings authority to her field — people listen to what she has to say as she is seen as an expert. When planets are in their exaltation, they are lifted to a higher position—therefore, she has a natural affinity to authority within her field. Her North Node is almost exactly conjunct the Midheaven (MC), meaning her career is not just a job but a core part of her soul’s path.
There is sooo much more I can say about these placements, but I’ll control myself to keep it at a readable length! Nonetheless, this house played a major role in crafting her brand identity.
2nd & 6th House: Money, Work, & Routine
Her 2nd house (how we make money & our values) is ruled by Capricorn, with Neptune sitting here. Capricorn brings structure and ambition, but Neptune introduces a softer, more intuitive and mystical energy. This suggests that while she values stability and professionalism, her financial success may come from blending logic with intuition—offering a structured yet empathetic approach to her career. With Neptune trining the MC, this adds even more of a healing and empathetic nature to how she is perceived and how she relates with her clients.
Meanwhile, her 6th house (daily work, habits, coworkers) is ruled by Taurus, reinforcing themes of stability, routine, and grounded energy. With her work houses being earth signs, her brand needed to reflect trust, refinement, and timelessness—all qualities associated with earth energy.
1st House & Chart Ruler: Identity & Personal Energy
Shaina’s rising sign is Sagittarius, giving her an expansive, philosophical, and forward-thinking presence. Sagittarius risings are known for their wisdom and big-picture thinking, which complements her role as a therapist.
Her chart ruler, Jupiter, is in Aquarius in the 3rd house. The 3rd house rules communication, and Jupiter’s presence here amplifies her ability to teach, share knowledge, and connect with her community in an innovative way. I would suggest that Shaina explore writing or using social media in some capacity, especially with Mercury in her 10th house! People are receptive to what she has to say, and she expresses herself in a eloquent yet approachable manner.
With all of this in mind, her brand should feel professional yet accessible and warm with a touch of modernity, with a focus on clear and insightful messaging.
11th House: Audience & Community
A key part of any brand is understanding who it naturally appeals to. The 11th house shows our audience and community, and Shaina’s is ruled by Libra, with Venus sitting here in her domicile.
With Venus, the planet of relationships and beauty, in the 11th house, it’s no surprise that Shaina’s work is centered on helping women — as she primarily works at an addiction facility specifically for women. Libra ruling this house suggests her audience seeks emotional and practical guidance in their healing journeys.
This insight informed the brand direction: it needed to feel inviting, calming, and aesthetically harmonious, reflecting the feminine and relational nature of her work.
Other notable placements
One placement that stands out to me in Shaina’s chart is Mars in Scorpio in the 12th house, a deeply transformative and purpose-driven position. The 12th house governs the subconscious, spirituality, and inner work, making it a natural fit for someone in the mental health field. People with strong 12th house energy often feel called to guide others through their inner worlds, whether through therapy, spiritual guidance, or healing modalities. With Mars here, her drive and motivation are channeled into uncovering hidden truths, working through emotional depths, and facilitating transformation in others. Rather than being outwardly aggressive, this Mars operates behind the scenes—strategic, intuitive, and attuned to the unseen.
With Scorpio’s influence, this placement becomes even more intense, determined, and relentless in its pursuit of truth. Mars feels at home in Scorpio, giving Shaina a natural ability to penetrate beyond surface-level struggles and get to the root of deep emotional wounds. She isn’t satisfied with superficial solutions—her approach is thorough, precise, and almost obsessive in its dedication to helping others process, heal, and emerge stronger.
The Visuals
Okay, so how does all of this translate into the actual design of the brand?!
The moodboard I created for Shaina captures the pure, refined, and almost luxurious quality of Virgo — along with her Earth-ruled career houses. The color palette reflects the strong Virgo signature in her chart—think neutrals, but with the soft, feminine undertones of Libra, balancing trustworthiness, healing energy, and a timeless aesthetic. The soft blue is a nod to her Sagittarius rising with her chart ruler Jupiter in Aquarius—a reflection of the expansive and light-hearted nature of who she truly is.
The primary logo features a humanist sans-serif typeface, chosen for its organic feel and subtle contrast in letterforms. This reflects her pure Virgoan nature while maintaining warmth and approachability, in harmony with her Sagittarius rising. “Clinical Therapist” is set in a sleek, modern sans-serif typeface, adding a refined touch that conveys a hint of luxury.
Handwritten details connect to her strong Mercury in the 10th house and chart ruler in the 3rd house.
The brand mark is a reflection of Shaina’s approach to therapy—grounded and centered on transformation. It takes the shape of a blooming flower, a symbol of growth, healing, and self-discovery. The figure-like structure evokes the image of a person standing tall, representing the journey toward wholeness and self-actualization. The subtle human form also connects to Virgo, the maiden—a symbol of wisdom, introspection, and the continual refinement of the self. In therapy, just as in nature, growth is both an organic unfolding and an intentional process. The symmetry and balance in the mark reflect the careful work of integrating thoughts, emotions, and experiences, fostering alignment between the inner and outer self. The symmetry and beauty nod to her Libra Venus in the 11th house as well.
The typography selection reflects the clinical and grounded nature of her work, with headlines set in Good Type Foundry’s Good Sans, and body copy set in Luzi Type’s Messina Sans.
A BIG thank you to Shaina for letting me share her chart!
If you’re curious about how your own natal chart can shape your brand, I’d love to explore it with you. Your brand already exists within you—it’s just waiting to be uncovered. ✨ I can’t wait to connect!
